The article deals with the peculiarities of the lexeme "creativity"use in modern media discourse. The authors prove that the use of this word has ethical and linguistic limitations not always realized and taken into consideration in media communication; analyze the sociolinguistic and psycholinguistic origins of inconsistency with the principles of ecological linguistics, manifested in the lexeme "creativity"syntagmatics. The article usesthe modern media texts, mainly the genre of interview, where violations of ethical and linguistic standards connected with the word "creativity" use have been noted. The analyzed feature of the use of the lexeme tvorchestvo (creativity) plays an evaluative role, reflects the further blurring of the fuzzy boundaries between the concepts of "aesthetical/unaesthetical", "linguoecological/non-linguoecological", "ethical/unethical". To study this material the authors used functional and pragmatic analysis and sociolinguistic methodology based on the correlation of social and linguistic parameters of communication. Non-ecology can be associated not only with the use of a crude substandard, but also with the inadequate use of high-sounding words.In media education, it is necessary to focus not only on the appropriate use of linguistic units in accordance with the purity of style, but also on the use of linguistic means in accordance with ethical and linguistic standards. To do this, it is necessary to study the media portraiture of certain words.When studying the discipline "Creative means and tools of communication" in the master's program "Media Linguistics and new means of communication", it is important to devote a special topic to portraying one of the frequency words of the modern media world picture which can be illustrated by the example of the "creativity"word.Media literacy, formed, among other things, when studying the pragmatic potential of the frequency words in the modern media world picture, will contribute to the proper use of linguistic means and media rhetorical strategies in accordance with ethical and linguistic standards, strengthening the culture of media communication and taking care of the language as a whole.
